Marketing in the HoReCa segment (Hotel, Restaurant, Cafe) cannot be called a simple advertisement. Of course, here, as in advertising, the basis is laid on the product. But few people know that the marketing industry consists of 4P – Product, Place, Price, Promo. From the experience of hundreds of restaurants, hotels and cafes, you begin to understand that there is its own marketing specifics, unlike other commercial areas.

We suggest you to analyze together with us the 5 basic rules of marketing in Horeca to know how to do it quickly, easily and painlessly.

Rule #1: Do Marketing

Modern business stands on three huge pillars – management, HR and marketing. Any business education includes these areas, because the absence of at least one of them will lead to a complete misunderstanding of the situation in the entire industry. If you have only one restaurant at your disposal, it is quite realistic to cope with the marketing niche on your own. Use books, attend trainings, ask for advice from specialists. In fact, it’s not as difficult as it seems, but… This is easy if you run a small restaurant or cafe. When two or more establishments are weighed on your shoulders, it is impossible to be a cool marketer. In this case, there is only one way out of the situation – look for a special person in the team, or a separate team of specialists who can quickly get to work.

Rule #2: It just never happens

Have you ever read Trout’s “Marketing Wars”? If not, do it. Creating the right concept is the most important component of marketing. Conscious positioning of your brand and its uniqueness become the foundation on which everything rests. It should be understood by all employees of the organization, starting with the manager, and ending with the cleaner. It is worth mentioning everywhere how your institution differs from the rest. Why is it so special, why should visitors choose it? But do not overdo it, because “an overabundance of taste kills the taste.”

Rule #3: No concept, no brand

The concept will help you minimize risks already at the initial stage of developing a marketing strategy. Of course, in advance you will not be able to completely predict whether visitors will like the dishes, location, service, etc., but the presence of the concept solves many questions. For example: why will people go to your restaurant? Yes, because everyone loves to eat. That’s the answer.
The concept also saves you from self-activity, which is sometimes best avoided.

Rule #4: If you borrow ideas, then only global trends

You can say: “ay-ay-ay, you copied someone else’s idea.” Or in another way: “Oh, did you take that idea and implement it in your business? Cool!”. What phrase your competitors or friends will tell you depends only on the correctness of your marketing strategy and where you borrowed some idea from.
If you copy, it’s better to do it from another market. European, American, it doesn’t matter – the main thing is not to take away other people’s ideas from their domestic colleagues.

Rule #5: Proper PR

Do not confuse who, where, what and how to promote! In restaurants, it’s more pleasant to see posters with food and drinks than with a poster of an unknown DJ, don’t you agree? Advertising of show business in the HoReCa sphere does not work. If you invite a certain star to your establishment, people will certainly rush to you. But no one can guarantee that they will come to you for the second and third time. It is better to conduct tastings, master classes and presentations of new products in the industry. This will attract more interested visitors who will want to visit you in the future.